WELCOME TO THE WEEK-LONG EMS DIGITAL AGENDA. THE EXPERIENTIAL MARKETING SUMMIT WAS HELD OCTOBER 19-23, 2020, BUT YOU CAN STILL ACCESS THE CONTENT ON-DEMAND! REGISTER HERE TO GET ACCESS TO THE EMS ON-DEMAND LIBRARY.
NOTE: ALL TIMES ARE IN EASTERN TIMEZONE BELOW.
Full Agenda
Monday | October 19
HIGH-INTENSITY BOOTCAMP
Kickstart your morning with a high-intensity bootcamp you can do from home. Build core strength while pushing beyond your comfort zone and past your mental and physical limitations—all to some heart-pumping jams. The workout will be centered around using body weight, so no equipment needed. (For those looking for an extra challenge, be sure to bring your dumbbells.) Leave with some new EMS friends, and a boost of energy to carry you through your day of learning.
Presented By:
Jake Holmon
Certified Personal TrainerINTERACTIVE THINK TANKS
Grab a cup of coffee and join the conversation as we navigate some of the industry’s most pressing topics. Think Tanks are highly interactive, expert-led and editor-moderated discussions designed for idea sharing, peer-to-peer engagement and candid debate about some of your biggest pain points—and how to solve them. Participants will receive pre-conference surveys and assignments to make the hour relevant and worthwhile. (Limited to the first 20 to sign up.)
Choose from one of two topics:
1. Crafting contingency and risk mitigation plans—what are the new must-haves?
2. For brand-side marketers only: How can event teams pivot their value and skillsets to thrive in times of change?
Choose from one of two topics:
1. Crafting contingency and risk mitigation plans—what are the new must-haves?
2. For brand-side marketers only: How can event teams pivot their value and skillsets to thrive in times of change?
Presented By:
Kristina Johnson
Meeting PlannerLEO Events
MORNING YOGA AND MEDITATION
For our West Coast early risers (and our East Coast friends on “quarantine time”), start your day a little sweaty and a lot more centered while you get to know other EMS attendees. Professional yoga instructors will guide you through a combination of postures and poses to help you stretch and strengthen. We’ll end with a quiet meditation to help you forget your inbox (for a few minutes, anyway). All skill levels are encouraged and welcome.
Presented By:
Eve Bond
EveBond FitnessPODCAST: TAKE A WALK WITH AN EXEC
Put on your favorite “workleisure” pants, grab your earbuds and get outside for a little audio learning—on the go. Our EMS podcast series will feature candid conversations with top event executives from some of the biggest brands in experiential. Find out what’s on their minds, what’s in their playbooks and how they plan to take on the challenges that lie ahead.
Presented By:
Alex Sapiz
VP, Global EventsCisco
INTERACTIVE THINK TANKS
Grab a cup of coffee and join the conversation as we navigate some of the industry’s most pressing topics. Think Tanks are highly interactive, expert-led and editor-moderated discussions designed for idea sharing, peer-to-peer engagement and candid debate about some of your biggest pain points—and how to solve them. Participants will receive pre-conference surveys and assignments to make the hour relevant and worthwhile. (Limited to the first 20 to sign up.)
Choose from one of two topics:
1. For Women in Events (and male allies!)—what do women need to propel their careers in events?
2. Should there be a universal ‘Health and Safety Certification’ for events?
Choose from one of two topics:
1. For Women in Events (and male allies!)—what do women need to propel their careers in events?
2. Should there be a universal ‘Health and Safety Certification’ for events?
Presented By:
Cari Waters
Corporate CounselOpus Agency
WORKSHOP: CREATING SAFE AND HYGIENIC EVENTS
Every event marketer is saying “Your health and safety is our top priority.” But what does that really mean? And how can event producers translate this promise into the hundreds of decisions and best practices that need to be mastered in order to truly deliver a safe event experience for attendees? In this two-hour workshop, industry leaders, health and safety experts and brand marketers will break it down in an interactive and informative master class designed to arm marketers with the tools they need to prepare and safeguard their events—and attendees—in the post-COVID era (it’ll be here before you know it!)
Attendees will learn:
+ How to build a bullet proof health and hygiene playbook that exceeds current standards
+ How to address new distancing challenges with space design techniques and event technology
+ How to plan for the new costs that will impact your logistics budget
+ Where to source key PPE and protective exhibit pieces—and what they cost
+ How marketers are navigating safety and hygiene changes now—and what they’re learning
+ How to navigate the new rules (and red tape) in state and local municipalities
+ How to design socially distant spaces that reassure attendees while still engaging them
+ What internal and external resources you will need in 2020 and beyond—and what they cost
+ Fresh ideas that transform pain points into opportunities to innovate—and have fun
+ Customized safety strategies for attendees, VIPs, speakers and exhibitor experiences
+ The hidden health and safety dangers lurking in most events—and how to combat them
+ How to craft contingency and triage plans for the worst-case-scenario
+ How to communicate your safety plans before and during the event
+ Lessons learned from events that have taken place this summer and fall
And more—bring your burning questions. Our experts will be taking questions.
(This session is eligible for 2 clock hours towards CEM recertification)
Attendees will learn:
+ How to build a bullet proof health and hygiene playbook that exceeds current standards
+ How to address new distancing challenges with space design techniques and event technology
+ How to plan for the new costs that will impact your logistics budget
+ Where to source key PPE and protective exhibit pieces—and what they cost
+ How marketers are navigating safety and hygiene changes now—and what they’re learning
+ How to navigate the new rules (and red tape) in state and local municipalities
+ How to design socially distant spaces that reassure attendees while still engaging them
+ What internal and external resources you will need in 2020 and beyond—and what they cost
+ Fresh ideas that transform pain points into opportunities to innovate—and have fun
+ Customized safety strategies for attendees, VIPs, speakers and exhibitor experiences
+ The hidden health and safety dangers lurking in most events—and how to combat them
+ How to craft contingency and triage plans for the worst-case-scenario
+ How to communicate your safety plans before and during the event
+ Lessons learned from events that have taken place this summer and fall
And more—bring your burning questions. Our experts will be taking questions.
(This session is eligible for 2 clock hours towards CEM recertification)
Presented By:
Dayna Gilchrist
Founder & CEOThe Hype Agency
Marc Wilson
Executive Creative DirectorCramer
Andrea Ramsey
PrincipalThe Event Ally
Hillary Cartwright
PrincipalThe Event Ally
AMAZON PRIME STUDENT’S TIPS FOR BUILDING A LOYAL GEN Z AUDIENCE
Despite their birthdates, Gen Z is hardly one uniform group. Amazon Prime Student has been making inroads with this large but diverse demographic through a college consumer program that spans over 300 schools nationwide. Go inside the Prime Student playbook for a taste of the student influencer-led peer engagement strategy. Glimpse how the brand has pivoted from in-person to digital-first experiences to keep consumer value and relevance front and center both on and off campus. Leave inspired and more informed about the Gen Z audience and the durability of their peer connections and communities.
Presented By:
Erika Squires
Student Brand ManagerAmazon Prime Student
Jack Bedtke
Student Brand ManagerAmazon Prime Student
Braxton Simpson
Student Brand ManagerAmazon Prime Student
Nelson Dimpter
Student Brand ManagerAmazon Prime Student
Darren Ross
President, COORiddle & Bloom
HOW TO USE 3D AND AR TO BUILD YOUR BRAND AND BOOST ENGAGEMENT
Thanks to AR and VR, brands have entered a new frontier when it comes to visualizing their stories to consumers. Extended Reality (XR) gives us the ability to combine all of the “realities” and transform how brands interact with consumers in their everyday lives, which has become even more important as COVID-19 has forced us to stay virtual. But how do you tell your brand story in this new digital world of spatial computing? And is your brand ready to build a digital twin? Get up to speed on the world of XR, and the world of opportunities it presents for event marketers. Learn the dos and don'ts of XR applications, and how to leverage your digital assets to create content for events that build your digital brand story.
(This session is eligible for .5 clock hours towards CEM recertification)
(This session is eligible for .5 clock hours towards CEM recertification)
Presented By:
Wesley Long
Assistant Vice PresidentAT&T University
Ashley Crowder
CEOVNTANA
TRANSFORMING YOUR EXPERIENTIAL TEAM INTO A MULTI-CHANNEL MARKETING POWERHOUSE
When events went “offline” in March, many event organizations had to move quickly to master new skillsets to sustain their brands and event portfolios—and find new ways to engage consumers. Hear what strategic moves Nestlé USA made to shift and evolve its experiential organization, and the critical skillsets event marketing teams needed to know—and will need to know—in the future to thrive. See how these changes will inform the way experiential programs are deployed in the future. Learn how to leverage existing event content or other assets to continue marketing your event brands until live events come back.
Presented By:
Jamey Sunshine
Director, ExperientialNestlé
KEYNOTE
Galvanizing, inspiring moments for the entire industry every day. Big picture insights and thinking from the world’s biggest brands and event organizations. Open to all attendees.
Presented By:
Zach Papale
Global Head-Brand Experience & PartnershipsYouTube
POST-KEYNOTE DISCUSSION
Sit in or participate in a moderated recap conversation focused on key themes discussed in the daily keynote. Ask your burning questions and get real-time answers directly from our keynote speakers. Hear what other event marketers took away from the keynote and how it will inform the way they plan and deploy their events in the future. Make new connections with industry colleagues.
Presented By:
Zach Papale
Global Head-Brand Experience & PartnershipsYouTube
LIVE DJ DANCE BREAK
Turn up your audio, get to know a few new industry friends and enjoy a live 30-minute DJ set with the one and only DJ Sly. It’s been a long year—take a few minutes to have some fun and dance around your living room like no one’s watching. Today’s playlist: The Best (and Worst) of the ‘80s.
Brought to you by: DJ Sly
Brought to you by: DJ Sly
Virtual Event Best Practices: 3 Critical Areas You Need to Understand to Help Your Organization Thrive in 2021…and Beyond
The current marketplace is cluttered with solutions for producing virtual events leading to some confusing choices for event professionals. How do agencies and brands deliver truly exceptional experiences for attendees? Better understanding three critical areas that can elevate the attendee experience will enable you to deliver superior virtual events. Join the experts from WorldStage as they provide clarity into Good, Better & Best options for: 1) Virtual Event Production, 2) Remote Presenter Kits, and 3) Hybrid Event Technologies.
Presented By:
Richard Steinau
Senior Vice PresidentWorldStage
Shawn Oatey
Director of MarketingWorldStage
CHILDCARE: FUN FOR YOUR KIDS, UNINTERRUPTED TIME FOR YOU
Get the iPad set up in another room and let our professionals entertain and engage your little ones in our daily one-hour childcare Zooms. Your kids can craft, sing, dance and have fun while you sharpen your skillset for the future. Appropriate for all children ages 2-7.
Brought to you by: Treasure Trunk Theatre
Brought to you by: Treasure Trunk Theatre
PANEL DISCUSSION: THE 2020 DREAM TEAM
Every year, Event Marketer calls on the event community to recommend the best and brightest b-to-b marketers in the biz for our annual “Dream Team”—the marketers we’d pick if we were creating our own event organization. In this lively panel—part one of two at EMS this year—we’ll introduce you to this year’s outstanding event pros, and then take you inside their sales conferences, internal events, trade shows and user conferences for a closer look at how they do what they do so well—and what tips and strategies they have to share as they navigate the new normal.
(This session is eligible for 1 clock hour towards CEM recertification)
(This session is eligible for 1 clock hour towards CEM recertification)
Presented By:
Andrea Schwartz
Director Media Relations and Cause MarketingRipple
Kevin Schwoer
Senior Events ManagerVerizon Media
Ariane Coldiron
Senior Vice President, Brand ExperienceFreeman
THE NEW RULES OF F&B: WHAT YOU NEED TO KNOW NOW
If you’ve found yourself wondering, “How are we going to feed everyone?” when events come back, you’re not alone. Take a deep dive into the logistics of feeding event attendees with hygiene, social distancing and comfort levels top of mind. Learn the new F&B rules you’ll be seeing in catering contracts from now on—and what they mean. Hear the most critical questions you need to ask before signing your catering contract and what the cost implications will be for F&B budgets in the COVID era. Get the low down on what’s possible and totally impossible in 2020 and beyond, and how to plan around it. And get a list of strategic insights on how to work with venues and caterers to create inspired menus and experiences.
(This session is eligible for 1 clock hour towards CEM recertification)
(This session is eligible for 1 clock hour towards CEM recertification)
Presented By:
Kevin Dana
Executive Director of Merchandising and ProductCort Trade Show Furnishings
Doug Bradley
Vice President of CulinaryMcCormick Place
DIVERSITY AND INCLUSION BEST PRACTICES: PANEL AND DISCUSSION
Marketers under pressure to find a “token” person for their next panel are missing the point. In this panel, we’ll unpack the tough and thorny questions everyone has about diversity and inclusion: what it really means, how to create authentic and effective inclusion initiatives that foster fair representation across the stage and the entire event organization and what steps to take to foster a culture—and a mandate—of inclusion across your company. Bring your toughest questions and scenarios.
(This session is eligible for 1 clock hour towards CEM recertification)
(This session is eligible for 1 clock hour towards CEM recertification)
Presented By:
Bobby Wilkinson
Vice President Inclusion & Diversity/Corporate Social ResponsibilityTIAA
Taylor Nguyen
Head of Experiences at Google Cloud and DEIGoogle Cloud Next
TOP TRENDS, PARTNER SHOWCASE AND GAMES
Start the hour with a fast-paced overview of some of the top trends impacting the industry right now, and then take a virtual tour of our exhibit hall for fresh ideas and new partners and technologies essential to your 2021 events. Engage in fun games and activities and enjoy a little friendly competition among new and old friends.
Today’s focus: Event Technology Trends and Tools
Today’s focus: Event Technology Trends and Tools
HAPPY HOUR: EXPERIENTIAL TRIVIA NIGHT
Do you know more about shipping and drayage than the Postmaster General? Can you navigate the Las Vegas strip better than a veteran cab driver? Do you speak AI, AR, VR, AV and PPE—fluently? Join your fellow event pros and test your mad experiential marketing skillz in this fun and upbeat industry trivia game. Questions will cover everything from EMS to the industry to current events to pop culture and more. Prizes (and bragging rights!) will be awarded to the winners.
Tuesday | October 20
MORNING YOGA AND MEDITATION
For our West Coast early risers (and our East Coast friends on “quarantine time”), start your day a little sweaty and a lot more centered while you get to know other EMS attendees. Professional yoga instructors will guide you through a combination of postures and poses to help you stretch and strengthen. We’ll end with a quiet meditation to help you forget your inbox (for a few minutes, anyway). All skill levels are encouraged and welcome.
Presented By:
Eve Bond
EveBond FitnessINTERACTIVE THINK TANKS
Grab a cup of coffee and join the conversation as we navigate some of the industry’s most pressing topics. Think Tanks are highly interactive, expert-led and editor-moderated discussions designed for idea sharing, peer-to-peer engagement and candid debate about some of your biggest pain points—and how to solve them. Participants will receive pre-conference surveys and assignments to make the hour relevant and worthwhile. (Limited to the first 20 to sign up.)
Choose from one of two topics:
1. How to retain top talent and right-size your organization in challenging times.
2. For agency leaders only: How to set up your business model for success in the post-COVID era.
Choose from one of two topics:
1. How to retain top talent and right-size your organization in challenging times.
2. For agency leaders only: How to set up your business model for success in the post-COVID era.
Presented By:
Melissa Mahon
EVP of OperationsMAS
HIGH-INTENSITY BOOTCAMP
Kickstart your morning with a high-intensity bootcamp you can do from home. Build core strength while pushing beyond your comfort zone and past your mental and physical limitations—all to some heart-pumping jams. The workout will be centered around using body weight, so no equipment needed. (For those looking for an extra challenge, be sure to bring your dumbbells.) Leave with some new EMS friends, and a boost of energy to carry you through your day of learning.
Presented By:
Jake Holmon
Certified Personal TrainerPODCAST: TAKE A WALK WITH AN EXEC
Put on your favorite “workleisure” pants, grab your earbuds and get outside for a little audio learning—on the go. Our EMS podcast series will feature candid conversations with top event executives from some of the biggest brands in experiential. Find out what’s on their minds, what’s in their playbooks and how they plan to take on the challenges that lie ahead.
Presented By:
Steven Cardwell
VP-Program MarketingHBO
INTERACTIVE THINK TANKS
Grab a cup of coffee and join the conversation as we navigate some of the industry’s most pressing topics. Think Tanks are highly interactive, expert-led and editor-moderated discussions designed for idea sharing, peer-to-peer engagement and candid debate about some of your biggest pain points—and how to solve them. Participants will receive pre-conference assignments to make the hour worthwhile. (Limited to the first 20 to sign up.)
Choose from one of two topics:
1. Parenting in a pandemic and beyond. How the new normal will look for event professionals with kids.
2. How can the industry instill confidence in attendees and encourage them to return to events? What if comfort is a bigger issue than hygiene?
Choose from one of two topics:
1. Parenting in a pandemic and beyond. How the new normal will look for event professionals with kids.
2. How can the industry instill confidence in attendees and encourage them to return to events? What if comfort is a bigger issue than hygiene?
WORKSHOP: EVENT PERMITTING UNIVERSITY
The realm of event permits is changing in real time as rules and regulations evolve, particularly in the COVD-19 era. Getting a permit approved is often a “make or break” situation for live events. In this workshop you’ll get a Permit Update—hear the top trends in permitting, get an updated list of the 10 most critical parts of getting your event permit approved, take a look at the top common mistakes even the most experienced event pros still make, and participate in a discussion on permitting within newly established COVID guidelines. Hear what works and doesn’t in top cities. See a timeline for permitting, walk through permit budgeting processes and go inside some killer event case studies to learn how the hell these events got approved.
Presented By:
Amir Shayegan
Vice President of Permitting & LogisticsiDEKO
Aubri Emery
Director of Permitting & LogisticsiDEKO
FIRESIDE CHAT: INSIDE LINCOLN’S BESPOKE ‘SUMMER HOUSE’ POP-UP
When events are back, you’ll want to steal this idea. There are pop-ups and then there’s the Lincoln Summer House, a mini marvel of temporary architecture, design and cool automotive marketing that’s so popular and successful, it’s “popped up” for its third year running. Take a tour of this brand revitalization effort that offered glamping under the stars, Zen chill spaces, ultra-low pressure test drives and an unconventional approach to the auto industry’s age-old “butts in seats” directive. Learn how to program your pop-up for unique and diverse audiences, how to develop the right KPIs and how to incorporate smart partnerships that elevate your pop-up.
(This session is eligible for .5 clock hours towards CEM recertification)
(This session is eligible for .5 clock hours towards CEM recertification)
Presented By:
Anna Bonfiglio
Lincoln Media & Strategy ManagerFord Motor Company
Myryah Marino
Experiential DirectorHudson Rouge
MASTERING EVENT CONTRACTS IN THE POST-COVID ERA
We bet you know more about force majeure than you ever thought you would. Arm yourself and your teams with the tools they need to understand the new rules for effective event contracts. Gain a quick mastery of modern terms and conditions, contract verbiage, clauses and other fine print that can make or break a contract in uncertain times. Get tips on how to effectively negotiate with venues and hotels with the worst-case-scenario top of mind. Learn the most critical questions you need to ask before signing on any dotted lines in 2020 and beyond.
(This session is eligible for .5 clock hours towards CEM recertification)
(This session is eligible for .5 clock hours towards CEM recertification)
Presented By:
Shelley Hodgkinson
Senior Director-Event SolutionsWalmart
Cindy Brewer
PrincipalLEO Events
KEYNOTE
Marketing During The Pandemic
The year 2020 had posed some real challenges to businesses and society in general. The pandemic has had an impact on how we do business and is likely to change our world for years, causing consumers to find newer dimensions for evaluating their purchase decisions and experiences. Marketers will need to respond in a very nimble way to these changes. Fernando Machado, Global Chief Marketing Officer at Restaurant Brands International (Burger King, Popeyes and Tim Hortons) will share some of the work and learnings during these unprecedented times. Known for leveraging creativity as a competitive advantage, one of the most awarded CMOs in the world will share how RBI faced the pandemic and how they are equipping brands to evolve in current uncertain times.
The year 2020 had posed some real challenges to businesses and society in general. The pandemic has had an impact on how we do business and is likely to change our world for years, causing consumers to find newer dimensions for evaluating their purchase decisions and experiences. Marketers will need to respond in a very nimble way to these changes. Fernando Machado, Global Chief Marketing Officer at Restaurant Brands International (Burger King, Popeyes and Tim Hortons) will share some of the work and learnings during these unprecedented times. Known for leveraging creativity as a competitive advantage, one of the most awarded CMOs in the world will share how RBI faced the pandemic and how they are equipping brands to evolve in current uncertain times.
Presented By:
Fernando Machado
CMOBurger King
POST-KEYNOTE DISCUSSION
Sit in or participate in a moderated recap conversation focused on key themes discussed in the daily keynote. Ask your burning questions and get real-time answers directly from our keynote speakers. Hear what other event marketers took away from the keynote and how it will inform the way they plan and deploy their events in the future. Make new connections with industry colleagues.
Presented By:
Fernando Machado
CMOBurger King
Rachel Boucher
Executive EditorEvent Marketer Magazine
LIVE DJ DANCE BREAK
Turn up your audio, get to know a few new industry friends and enjoy a live 30-minute DJ set with the one and only DJ Sly. It’s been a long year—take a few minutes to have some fun and dance around your living room like no one’s watching. Today’s playlist: Old School Hip-Hop
Brought to you by: DJ Sly
Brought to you by: DJ Sly
UNDERSTANDING THE PSYCHOLOGY BEHIND A SUCCESSFUL VIRTUAL EXPERIENCE
Virtual events and experiences are rapidly changing the overall event landscape in ways we’ve never imagined. In this session, we will focus on how human needs and behaviors relate to individual experiences, learning opportunities and virtual environments. Learn how to leverage human psychology and behavior to enhance your virtual offering by driving attendee engagement and education. From Freud to McDougall, behaviorism and the theory of human behavior can help inform your strategy and design for virtual experiences. (This session is eligible for .5 hours of CEM recertification)
Presented By:
James C. Morris
Vice President, Client ServicesImpact XM
CHILDCARE: FUN FOR YOUR KIDS, UNINTERRUPTED TIME FOR YOU
Get the iPad set up in another room and let our professionals entertain and engage your little ones in our daily one-hour childcare Zooms. Your kids can craft, sing, dance and have fun while you sharpen your skillset for the future. Appropriate for all children ages 2-7.
Brought to you by: Treasure Trunk Theatre
Brought to you by: Treasure Trunk Theatre
OUTDOOR EVENTS: ADAPTING TO BRAND EXPERIENCES OUTDOORS
Call it a survival strategy, but outdoor experiences might just be the name of the game for the foreseeable future. Dive into design strategies to better understand how people will participate in physical spaces or adhere to social distancing during and post covid era. Get a sense of the infrastructure required to host an outdoor event, the additional resources you’ll need, the red tape you’ll need to navigate and what budget and PPE considerations should be included in a well-planned outdoor activation strategy. Ah, you can just smell all that fresh air now!
(This session is eligible for .5 clock hours towards CEM recertification)
(This session is eligible for .5 clock hours towards CEM recertification)
Presented By:
Marcus Gilmore
Associate Experiential ProducerMomentum Worldwide
Jeff Fortmann
VP of Business Development & MarketingHighmark Outdoor
Jen Fisch
Executive Creative DirectorBeCore
PANEL: THE NEW LUXURY CONSUMER—AND HOW TO REACH THEM
If you’re still marketing to luxury consumers based on their bank accounts, you might be missing out on some key trends changing—and challenging—the luxury event landscape. In this session, we’ll explore why collaborations with mainstream brands are changing up the way marketers engage with luxury consumers, and why aspiring luxury consumers have become so important to high-end brands. Hear about the evolution of the “lifestyle + luxury” brand, and what consumers are looking for in a bespoke brand experience. Walk away with candid perspectives and new ideas on how to market luxury in this new era.
(This session is eligible for .5 clock hours towards CEM recertification)
(This session is eligible for .5 clock hours towards CEM recertification)
Presented By:
Christine Ngo Isaac
Brand Director, Head of U.S. Consumer EngagementMoët & Chandon
Anna Bonfiglio
Lincoln Media & Strategy ManagerFord Motor Company
EX AWARDS PANEL: JUDGES DISH ON WHAT MAKES AN AWARD-WINNING CAMPAIGN
Go inside the 2020 Ex Awards campaigns that had our panel of brand-side judges saying “Wow!” this year. Listen in as our panel walks through the highest-scoring campaigns and hear what made them standouts. See the sizzle reels for the year’s most outstanding campaigns and learn about the strategies, the attendee engagements, the environments and the overall killer concepts that stood above the rest. Walk away with a better understanding of what the judges look for in a winning campaign, what ideas the industry will be trying to top and what the most innovative campaigns will all have in common in the year ahead.
(This session is eligible for .5 clock hours towards CEM recertification)
(This session is eligible for .5 clock hours towards CEM recertification)
Presented By:
Dan Preiss
Senior Director, Experiential MarketingDell Technologies
Victor Torregroza
Manager-Event Strategy and ProductionIntel
Rachel Boucher
Executive EditorEvent Marketer Magazine
LESSONS FROM WALMART: HOW TO ENGAGE AND CELEBRATE EMPLOYEES, VIRTUALLY
Listen in as one of the year’s most memorable “pivot” case studies comes to life as Walmart takes you behind the scenes of its U.S. Holiday Meeting 2020, a live virtual experience that gathered more than 5,000 U.S. store leaders to prepare for the holiday season and recognize them for a job well done in this unparalleled year. Hear how the event was structured and how they created connections both to the company and to one another. See how the brand provided updates on operational strategies and key company innovations in engaging ways. Discover Walmart’s approach to content curation, from live, interactive general session and business unit presentations to a merchandise floor covering hundreds of products and breakouts, and how gamification brought the whole thing to life.
Presented By:
Jenifer Bice
Senior Director-Event SolutionsWalmart
Bryan Mizelle
Senior Director-Event SolutionsWalmart
Lauren Kuhnie
Director of Business DevelopmentINVNT
TOP TRENDS, PARTNER SHOWCASE AND GAMES
Start the hour with a fast-paced overview of some of the top trends impacting the industry right now, and then take a virtual tour of our exhibit hall for fresh ideas and new partners and technologies essential to your 2021 events. Engage in fun games and activities and enjoy a little friendly competition among new and old friends.
Today’s focus: Premiums and Photo Activation
CHILDCARE: FUN FOR YOUR KIDS, UNINTERRUPTED TIME FOR YOU
Get the iPad set up in another room and let our professionals entertain and engage your little ones in our daily one-hour childcare Zooms. Your kids can craft, sing, dance and have fun while you sharpen your skillset for the future. Appropriate for all children ages 2-7.
Brought to you by: Treasure Trunk Theatre
Brought to you by: Treasure Trunk Theatre
WOMEN IN EVENTS MINI WELLNESS RETREAT
Without a doubt, these are challenging and uncertain times, so it’s never been more important to practice self-care and focus on wellbeing. This year’s WIE session, the Women in Events Mini Wellness Retreat, gives you practical advice and tools to help find your Zen in between Zoom meetings, home schooling and home improvement projects–we see you, ladies! AND the first 250 participants receive a WIE Wellness Retreat Self Care Box, a $150+ value, shipped right to your door!
Wednesday | October 21
HIGH-INTENSITY BOOTCAMP
Kickstart your morning with a high-intensity bootcamp you can do from home. Build core strength while pushing beyond your comfort zone and past your mental and physical limitations—all to some heart-pumping jams. The workout will be centered around using body weight, so no equipment needed. (For those looking for an extra challenge, be sure to bring your dumbbells.) Leave with some new EMS friends, and a boost of energy to carry you through your day of learning.
Presented By:
Jake Holmon
Certified Personal TrainerINTERACTIVE THINK TANKS
Grab a cup of coffee and join the conversation as we navigate some of the industry’s most pressing topics. Think Tanks are highly interactive, expert-led and editor-moderated discussions designed for idea sharing, peer-to-peer engagement and candid debate about some of your biggest pain points—and how to solve them. Participants will receive pre-conference surveys and assignments to make the hour relevant and worthwhile. (Limited to the first 20 to sign up.)
Choose from one of two topics:
1. How have your event strategies changed for the better in the wake of the pandemic?
2. The skillset of the future: What do event marketers need to know to excel in the new normal?
Choose from one of two topics:
1. How have your event strategies changed for the better in the wake of the pandemic?
2. The skillset of the future: What do event marketers need to know to excel in the new normal?
MORNING YOGA AND MEDITATION
For our West Coast early risers (and our East Coast friends on “quarantine time”), start your day a little sweaty and a lot more centered while you get to know other EMS attendees. Professional yoga instructors will guide you through a combination of postures and poses to help you stretch and strengthen. We’ll end with a quiet meditation to help you forget your inbox (for a few minutes, anyway). All skill levels are encouraged and welcome.
Presented By:
Eve Bond
EveBond FitnessPODCAST: TAKE A WALK WITH AN EXEC
Put on your favorite “workleisure” pants, grab your earbuds and get outside for a little audio learning—on the go. Our EMS podcast series will feature candid conversations with top event executives from some of the biggest brands in experiential. Find out what’s on their minds, what’s in their playbooks and how they plan to take on the challenges that lie ahead.
Presented By:
Tracey Shechtman
VP-Global Experiences + Brand PartnershipsAmerican Express
INTERACTIVE THINK TANKS
Grab a cup of coffee and join the conversation as we navigate some of the industry’s most pressing topics. Think Tanks are highly interactive, expert-led and editor-moderated discussions designed for idea sharing, peer-to-peer engagement and candid debate about some of your biggest pain points—and how to solve them. Participants will receive pre-conference surveys and assignments to make the hour relevant and worthwhile. (Limited to the first 20 to sign up.)
Choose from one of two topics:
1. How to foster diversity, equity and inclusion in your event organizations.
2. Staffing and Safety: How will the world of brand ambassadors change and what role will they play in keeping attendees safe?
Choose from one of two topics:
1. How to foster diversity, equity and inclusion in your event organizations.
2. Staffing and Safety: How will the world of brand ambassadors change and what role will they play in keeping attendees safe?
WORKSHOP: BREAKTHROUGH BRAINSTORMING
As Steve Jobs famously said, “Creativity is just connecting things.” But anyone facing a creative block knows it’s a lot harder than grabbing ideas out of thin air. In this highly interactive, hands-on workshop, ImageThink Founder and CEO Nora Herting will teach you how to bust through creative blocks by drawing, collaborating and thinking differently. Learn the tips and tricks that have led to creative breakthroughs from some of the biggest brands. Get the skills and creative approaches it takes to inspire teams and turn ideas into reality. Leave empowered with practical tools to transform brainstorms, craft journey maps and energize meetings.
Through engaging, practical exercises, you will learn:
+ How to apply design thinking to navigate difficult business challenges.
+ Questioning techniques to identify possibilities and unleash innovation.
+ How to tap group creativity, master team dynamics and drive real collaboration.
+ Secrets to getting from ideation to implementation.
(This session is eligible for 2 clock hours towards CEM recertification)
Through engaging, practical exercises, you will learn:
+ How to apply design thinking to navigate difficult business challenges.
+ Questioning techniques to identify possibilities and unleash innovation.
+ How to tap group creativity, master team dynamics and drive real collaboration.
+ Secrets to getting from ideation to implementation.
(This session is eligible for 2 clock hours towards CEM recertification)
Presented By:
Nora Herting
Founder and CEOImageThink
EVENT SAFETY, SECURITY AND HYGIENE: WHAT YOU NEED TO KNOW NOW
Today’s event marketers are more responsible than ever for their attendees’ health and safety. In this must-attend session, experts will unpack a checklist of action items you can use to make sure your programs are airtight. From proper documentation to venue selection to building a chain of command to screening strategies to hiring the right people, we’ll analyze every moment of the event timeline for its potential risk—and what to do about it. Walk away empowered to create the health and safety plan you need, plus the contingency insights required to handle the unexpected.
(This session is eligible for .75 clock hours towards CEM recertification)
(This session is eligible for .75 clock hours towards CEM recertification)
Presented By:
Steve Lemon
DirectorEvent Safety Alliance
Justin Lefkovitch
Founder and CEOMirrored Media
Alison Delzell
SVP-ExperienceThe Marketing Arm
LESSONS LEARNED FROM THE GREAT ‘UNDOING’
All event professionals know the challenges of planning and producing events, but many were surprised to learn this spring just how hard it was to un-plan an event. There are important lessons to be learned about this year’s “undoing” process that will inform how events are created in the future. From contracts and clauses to content programming and attendee engagement strategies, listen in as IBM recounts its experiences with undoing its portfolio, and how it’s using those insights to create smarter, better and more nimble events for the future.
Presented By:
Kada Sigl
Conference Event ManagerIBM
Erin McElroy
Program Director of Marketing InnovationIBM
THE BRAND X CHALLENGE: MEET THE NEXT GENERATION OF EXPERIENTIAL STARS
The Brand X Challenge is a national experience design competition produced by Event Marketer and MAS Event + Design that exposes undergraduate design, architecture and marketing students to careers in experiential marketing. Get to know this year’s winning team and their standout campaign, and hear what MAS and this year’s Brand X brand, SEPHORA, loved about the mock campaigns they created. Walk away with important insights on how this industry can better support its pipeline, and what design trends will be important in the future.
Presented By:
Isabella Shmelev
Team De3ign GirlsUniversity of California Davis
Mia Choi
Co-Founder & CCOMAS
Ally Reyes
Team De3ign GirlsUniversity of California Davis
Fiona Micoleau
Team De3ign GirlsUniversity of California Davis
Jessica Baring Stacey
Vice President of Public Relations and Store MarketingSephora
KEYNOTE
Galvanizing, inspiring moments for the entire industry every day. Big picture insights and thinking from the world’s biggest brands and event organizations. Open to all attendees.
Presented By:
Brad Hiranaga
Chief Brand Officer, North AmericaGeneral Mills
POST-KEYNOTE DISCUSSION
Sit in or participate in a moderated recap conversation focused on key themes discussed in the daily keynote. Ask your burning questions and get real-time answers directly from our keynote speakers. Hear what other event marketers took away from the keynote and how it will inform the way they plan and deploy their events in the future. Make new connections with industry colleagues.
Presented By:
Brad Hiranaga
Chief Brand Officer, North AmericaGeneral Mills
Jessica Heasley
Group Editor and PublisherEvent Marketer magazine
LIVE DJ DANCE BREAK
Turn up your audio, get to know a few new industry friends and enjoy a live 30-minute DJ set with the one and only DJ Sly. It’s been a long year—take a few minutes to have some fun and dance around your living room like no one’s watching. Today’s playlist: Classic Rock (you know you love it)
Brought to you by: DJ Sly
Brought to you by: DJ Sly
CHILDCARE: FUN FOR YOUR KIDS, UNINTERRUPTED TIME FOR YOU
Get the iPad set up in another room and let our professionals entertain and engage your little ones in our daily one-hour childcare Zooms. Your kids can craft, sing, dance and have fun while you sharpen your skillset for the future. Appropriate for all children ages 2-7.
Brought to you by: Treasure Trunk Theatre
Brought to you by: Treasure Trunk Theatre
DISRUPTIVE IDEAS IN HEALTHCARE: JOHNSON & JOHNSON VISON’S ILLUMINATING LAUNCH
In a highly regulated industry like healthcare, static brand experiences like educational dinners and trade show exhibits are the norm. Find out how—and why—Johnson & Johnson rewrote its playbook to create disruptive experiences for the launch of its new light-adaptive contact lenses that immersed doctors in the patient experience in unconventional ways. See how the brand transformed its activation strategy by challenging thinking, changing event delivery and getting buy-in from executive stakeholders. Get the full scoop on the strategies Johnson & Johnson utilized to shake things up, and walk away with a new perspective on what’s possible—even in traditional industries.
(This session is eligible for 1 clock hour towards CEM recertification)
(This session is eligible for 1 clock hour towards CEM recertification)
Presented By:
Felicia Kaban
Senior Manager, Live EventsJohnson & Johnson Vision
Kim Burkus
VP, Account DirectorJack Morton Worldwide
WOMEN IN EVENTS PANEL
A new annual tradition at EMS, this candid panel invites some of the industry’s top brand-side women to sound off and weigh in on what’s working, what’s not and what lies ahead for smart, hardworking women in the industry. In this session, we’ll talk career advancement, salary negotiation, diversity and representation, discrimination and how to craft an event career that puts women on track to earn fair and meaningful leadership positions. Bring your burning questions to this engaging and interactive panel because… we’re going there.
(This session is eligible for 1 clock hour towards CEM recertification)
(This session is eligible for 1 clock hour towards CEM recertification)
Presented By:
Shenique Coston
VP-ExperientialEmpire State Development
Dana Rosenthal
Head of Global Event Marketing, The AmericasJessica Heasley
Group Editor and PublisherEvent Marketer magazine
PANEL DISCUSSION: THE 2020 DREAM TEAM
Every year, Event Marketer calls on the event community to recommend the best and brightest b-to-b marketers in the biz for our annual “Dream Team”—the marketers we’d pick if we were creating our own event organization. In this lively panel—part two of two at EMS this year—we’ll introduce you to this year’s outstanding event pros, and then take you inside their sales conferences, internal events, trade shows and user conferences for a closer look at how they do what they do so well—and what tips and strategies they have to share as they navigate the new normal.
(This session is eligible for 1 clock hour towards CEM recertification)
(This session is eligible for 1 clock hour towards CEM recertification)
Presented By:
Kristine Yapp
Global Event Marketing ManagerLori Ann Pope
Head of Event Marketing, Global Economic ImpactJessica Stacey
Vice President of Public Relations and Store MarketingSephora
Ariane Coldiron
Senior Vice President, Brand ExperienceFreeman
REBUILDING YOUR EVENT STRATEGY. WHAT YOU NEED TO KNOW
COVID-19 has changed every aspect of our lives and accelerated the digital transformation of sales and marketing. As event marketers we must change how we design, communicate and interact with our customers. In this session, we’ll share the approach that SAP is using to re-build their event strategy for both the short, mid and long term.
(This session is eligible for .5 clock hours towards CEM recertification)
(This session is eligible for .5 clock hours towards CEM recertification)
Presented By:
Nicola Kastner
Head of Global Event StrategySAP
Stephanie Dubois
Director, SAPPHIRE NOWSAP
TOP TRENDS, PARTNER SHOWCASE AND GAMES
Start the hour with a fast-paced overview of some of the top trends impacting the industry right now, and then take a virtual tour of our exhibit hall for fresh ideas and new partners and technologies essential to your 2021 events. Engage in fun games and activities and enjoy a little friendly competition among new and old friends.
Today’s focus: Structures, Exhibits and Vehicles
HAPPY HOUR: COOKING WITH CELEBRITY CHEF FABIO VIVIANI
We’re bringing one of the hottest virtual event trends directly to you. Celebrate the end of your first day at EMS with best-selling cookbook author, TV host and “Top Chef” Fan Favorite Fabio Viviani in a hands-on networking activity that will have you cooking with your fellow EMS attendees. Download your recipe card, grab your ingredients and tune in for an interactive cooking demo guaranteed to up your pandemic mealtime game.
Presented By:
Fabio Viviani
Celebrity ChefThursday | October 22
MORNING YOGA AND MEDITATION
For our West Coast early risers (and our East Coast friends on “quarantine time”), start your day a little sweaty and a lot more centered while you get to know other EMS attendees. Professional yoga instructors will guide you through a combination of postures and poses to help you stretch and strengthen. We’ll end with a quiet meditation to help you forget your inbox (for a few minutes, anyway). All skill levels are encouraged and welcome.
Presented By:
Eve Bond
EveBond FitnessINTERACTIVE THINK TANKS
Grab a cup of coffee and join the conversation as we navigate some of the industry’s most pressing topics. Think Tanks are highly interactive, expert-led and editor-moderated discussions designed for idea sharing, peer-to-peer engagement and candid debate about some of your biggest pain points—and how to solve them. Participants will receive pre-conference surveys and assignments to make the hour relevant and worthwhile. (Limited to the first 20 to sign up.)
Choose from one of two topics:
1. For Women in Events (and male allies!)—what do women need to propel their careers in events?
2. Meeting with a Mentor: for new event marketers, bring your burning questions and get career advice from a veteran experiential pro.
Choose from one of two topics:
1. For Women in Events (and male allies!)—what do women need to propel their careers in events?
2. Meeting with a Mentor: for new event marketers, bring your burning questions and get career advice from a veteran experiential pro.
HIGH-INTENSITY BOOTCAMP
Kickstart your morning with a high-intensity bootcamp you can do from home. Build core strength while pushing beyond your comfort zone and past your mental and physical limitations—all to some heart-pumping jams. The workout will be centered around using body weight, so no equipment needed. (For those looking for an extra challenge, be sure to bring your dumbbells.) Leave with some new EMS friends, and a boost of energy to carry you through your day of learning.
Presented By:
Jake Holmon
Certified Personal TrainerPODCAST: TAKE A WALK WITH AN EXEC
Put on your favorite “workleisure” pants, grab your earbuds and get outside for a little audio learning—on the go. Our EMS podcast series will feature candid conversations with top event executives from some of the biggest brands in experiential. Find out what’s on their minds, what’s in their playbooks and how they plan to take on the challenges that lie ahead.
Presented By:
Andrea Brimmer
Chief Marketing and PR OfficerAlly Financial
INTERACTIVE THINK TANKS
Grab a cup of coffee and join the conversation as we navigate some of the industry’s most pressing topics. Think Tanks are highly interactive, expert-led and editor-moderated discussions designed for idea sharing, peer-to-peer engagement and candid debate about some of your biggest pain points—and how to solve them. Participants will receive pre-conference assignments to make the hour worthwhile. (Limited to the first 20 to sign up.)
Choose from one of two topics:
1. What constitutes a “hybrid” event and how can event marketers prepare for the hybrid events of 2021 and beyond?
2. For brands only: How to set up your business model for success in the post-COVID era.
Choose from one of two topics:
1. What constitutes a “hybrid” event and how can event marketers prepare for the hybrid events of 2021 and beyond?
2. For brands only: How to set up your business model for success in the post-COVID era.
WORKSHOP: VIRTUAL AND HYBRID EVENTS
The No. 1 question on event marketers’ minds today? How to effectively pivot live experiences into virtual ones. In this workshop we will arm marketers with the up-to-the-minute tools and insights they need to pivot, plan and deploy successful virtual and hybrid events. Designed for both b-to-b and b-to-c marketers, attendees will get the strategies, ideas and practical advice they need from industry experts who have “been there, done that” when it comes to deploying successful virtual events—and have sound advice to share. Whether you need to start from scratch on virtual, fine-tune your digital experience IQ or just see how others are doing it to get ideas, you’ll find the answers to these questions and more:
+ I need to pivot my live conference into a virtual one—where do I begin?
+ What does a winning hybrid strategy look like and how can I craft one?
+ What are the essential steps I need to take to create a virtual event?
+ How can I translate live speakers and sessions into virtual content?
+ What are the main virtual and digital platforms and how are they different?
+ What internal and external resources does a virtual event require?
+ How much do virtual events cost and how can I make it affordable?
+ How do I engage online attendees—and keep them engaged?
+ What are the top digital trends and case studies from b-to-b and b-to-c marketers right now?
+ Who’s doing great virtual events right now and why are they working?
+ What are the do’s and definitely don’ts of hosting a virtual event?
+ I need to pivot my live conference into a virtual one—where do I begin?
+ What does a winning hybrid strategy look like and how can I craft one?
+ What are the essential steps I need to take to create a virtual event?
+ How can I translate live speakers and sessions into virtual content?
+ What are the main virtual and digital platforms and how are they different?
+ What internal and external resources does a virtual event require?
+ How much do virtual events cost and how can I make it affordable?
+ How do I engage online attendees—and keep them engaged?
+ What are the top digital trends and case studies from b-to-b and b-to-c marketers right now?
+ Who’s doing great virtual events right now and why are they working?
+ What are the do’s and definitely don’ts of hosting a virtual event?
Presented By:
Stephanie Dubois
Director, SAPPHIRE NOWSAP
Nicola Kastner
Head of Global Event StrategySAP
Chad Rumminger
Senior Group Manager, Client Services, AutomotiveBrent Turner
Executive Vice President of Solutions and StrategyOpus Agency
Alistair Wilson
Ford Global Lead & Managing DirectorImagination
FUNIMATIONCON 2020: LESSONS FROM A VIRTUAL CON
Global anime conventions are a staple of Funimation’s fan engagement strategy, but the COVID-19 pandemic created a unique challenge in connecting with the devoted anime community. The solution? A first-ever online event. FunimationCon 2020 was created to bring anime fans together in a time when they couldn’t meet in person. The decision was made in April to create this virtual event in just eight weeks, leveraging Freeman as the agency and technology partner. The free, two-day virtual festival brought the spirit of the con experience into the homes of anime fans with panels, cosplay meetups, forums, and more. The response from both fans and partners was overwhelmingly positive. In this session, the team will review their lessons learned and share their favorite parts of FunimationCon 2020.
Presented By:
Wenny Katzenstein
VP, Marketing Strategy, FunimationSony Pictures Television
Doug Hartling
Senior Director, Experiential Marketing and Content Strategy, FunimationSony Pictures Television
Gord Lang
VP, Business DevelopmentFreeman
THE VIRTUAL EVENT OPPORTUNITY: HOW FACEBOOK STAYED AGILE TO HELP SMALL BUSINESSES ADAPT AND SURVIVE
For years, Boost with Facebook events have brought small business owners together in real life for training, support, and inspiration. But in the summer of 2020, as the pandemic and subsequent economic crisis began to deepen, Facebook knew it needed to reimagine the program online. The brand launched Summer of Support, an in-depth program to give small businesses free digital skills training and inspiration. Learn how Facebook stayed agile and scaled a two-day event into a six-week series to meet the needs of small business owners and help them get back to business during a global pandemic.
Presented By:
Zak Vono
Creative StrategistOn Board Experiential
Janelle Mungo
Event Marketing Manager, Small Business GroupKeith Baker
Thought Leadership Lead, GBMJordan Harvey
Senior Account ManagerOn Board Experiential
KEYNOTE
Galvanizing, inspiring moments for the entire industry every day. Big picture insights and thinking from the world’s biggest brands and event organizations. Open to all attendees.
Presented By:
Kenya Hardaway Green
Senior VP-Integrated PromotionsFX Networks
POST-KEYNOTE DISCUSSION
Sit in or participate in a moderated recap conversation focused on key themes discussed in the daily keynote. Ask your burning questions and get real-time answers directly from our keynote speakers. Hear what other event marketers took away from the keynote and how it will inform the way they plan and deploy their events in the future. Make new connections with industry colleagues.
Presented By:
Kenya Hardaway Green
Senior VP-Integrated PromotionsFX Networks
Rachel Boucher
Executive EditorEvent Marketer Magazine
LIVE DJ DANCE BREAK
Turn up your audio, get to know a few new industry friends and enjoy a live 30-minute DJ set with the one and only DJ Sly. It’s been a long year—take a few minutes to have some fun and dance around your living room like no one’s watching. Today’s playlist: #TBT Motown, R&B and Disco.
Brought to you by: DJ Sly
HYBRID: AN EVENT STRATEGY FOR THE NEW NORMAL
Event Marketers have been creating “hybrid” events that mix live and online experiences for years. But not like they’re about to. Learn the strategies and best practices required for hosting and attending events within the context of “the new normal.” Get a better understanding of the current marketplace and the new expectations and new limitations we will all need to navigate. Discover and discuss the benefits and challenges of hybrid events and get the insight you need to build a hybrid strategy. (This session is eligible for .5 hours of CEM recertification)
Presented By:
John Capano
Senior Vice President, Client DevelopmentImpact XM
CHILDCARE: FUN FOR YOUR KIDS, UNINTERRUPTED TIME FOR YOU
Get the iPad set up in another room and let our professionals entertain and engage your little ones in our daily one-hour childcare Zooms. Your kids can craft, sing, dance and have fun while you sharpen your skillset for the future. Appropriate for all children ages 2-7.
Brought to you by: Treasure Trunk Theatre
Brought to you by: Treasure Trunk Theatre
DIGITAL EVENTS 2.0: ENGAGEMENT TIPS FOR EVENT MARKETERS—WHY VIRTUAL EVENTS SHOULD NOT JUST BE ‘VIEWED’
It would be easy to think about your virtual platform as a digital stage for what was once live content, but you’d be missing out on one of the most powerful benefits of a virtual event: the ability to have a conversation. In this session, learn how to rethink and reimagine your social media channels and virtual experiences as interactive conversation platforms—not one-way viewing experiences. See how this fundamental shift in how you structure your strategy can transform your digital platforms into storytelling machines where you listen and learn just as much as you share—and why attendees today crave this kind of engagement.
(This session is eligible for .75 clock hours towards CEM recertification)
(This session is eligible for .75 clock hours towards CEM recertification)
Presented By:
Candance Purdie Montgomery
Vice President, Live Events & ExperientialEssence Communications
Cara Kleinhaut
CEO & FounderAGENC Experiential + Digital Marketing
THE EVENT MARKETER'S GUIDE TO IMPACTFUL CAUSE MARKETING PARTNERSHIPS
Events can be powerful platforms for change, but event marketers have important decisions to make about who to partner with, who to support and how to bring that message to life. Listen in as a panel of experts break down their process and explain how they approach cause marketing activations from a strategic point of view. Go inside a Modelo partnership with Grammy Award-winning artist Anderson .Paak, iHeartMedia and the International Rescue Committee and find out how the brand aligned its objectives with each partner’s unique goals. Learn what criteria you should apply and questions you should ask as you develop your own charitable partnership. Walk away with a blueprint you can apply to future cause marketing activations.
(This session is eligible for .75 clock hours towards CEM recertification)
(This session is eligible for .75 clock hours towards CEM recertification)
Presented By:
Ryan Anderson
Director of Brand MarketingModelo Especial & Modelo
Zachary Berliner
Director of Sponsorships Lifestyle & Experiential MarketingConstellation Brands
Jordan Pollak
SVP Experiential/Managing DirectorCogent Entertainment Marketing
TRANSFORMING IRL STRATEGIES TO VIRTUAL: INSIDE L’OREAL’S DIGITAL PRODUCT LAUNCH STRATEGY
Like many categories, the beauty industry has experienced some dramatic shifts during the pandemic. From retail to product development, consumer try-on and trial, to marketing—beauty has been impacted by shifting consumer and trade behavior during this unique time. Still, the desire, and need, to beautify remains, and some brands are taking advantage of these changes to create deep connection with audiences (consumers, trade and media) in multi-sensory, immersive and effective ways via digital-first and virtual design experiences. Dive into a recent launch campaign for L'Oreal's YSL Beauté brand announcing the introduction of its new brand ambassador Lenny Kravitz and the re-launch of its iconic Y fragrance that utilized best practices from IRL events and storytelling to deliver guests a virtual evening that saw unprecedented retention and engagement for the brand.
Presented By:
Alexandria Ivanoff
Director of Social Media, YSL BeautéL'Oreal
Anthony Larrisey
Principal/Creative DirectorIndustria Creative
TOP TRENDS, PARTNER SHOWCASE AND GAMES
Start the hour with a fast-paced overview of some of the top trends impacting the industry right now, and then take a virtual tour of our exhibit hall for fresh ideas and new partners and technologies essential to your 2021 events. Engage in fun games and activities and enjoy a little friendly competition among new and old friends.
Today’s focus: Staffing, Venues, F&B and Event Agencies
Friday | October 23
HIGH-INTENSITY BOOTCAMP
Kickstart your morning with a high-intensity bootcamp you can do from home. Build core strength while pushing beyond your comfort zone and past your mental and physical limitations—all to some heart-pumping jams. The workout will be centered around using body weight, so no equipment needed. (For those looking for an extra challenge, be sure to bring your dumbbells.) Leave with some new EMS friends, and a boost of energy to carry you through your day of learning.
Presented By:
Jake Holmon
Certified Personal TrainerINTERACTIVE THINK TANKS
Grab a cup of coffee and join the conversation as we navigate some of the industry’s most pressing topics. Think Tanks are highly interactive, expert-led and editor-moderated discussions designed for idea sharing, peer-to-peer engagement and candid debate about some of your biggest pain points—and how to solve them. Participants will receive pre-conference surveys and assignments to make the hour relevant and worthwhile. (Limited to the first 20 to sign up.)
Choose from one of two topics:
1. What are some of the best ways to engage attendees digitally and virtually? What’s working and what’s not?
2. Group Therapy: Commiserate with your peers, share war stories and exchange ideas for a better 2021. Dogs, cats and other security animals welcome and encouraged.
Choose from one of two topics:
1. What are some of the best ways to engage attendees digitally and virtually? What’s working and what’s not?
2. Group Therapy: Commiserate with your peers, share war stories and exchange ideas for a better 2021. Dogs, cats and other security animals welcome and encouraged.
WORKSHOP: EXPERIENTIAL MARKETING 101
Now in its fifth year, our annual 101 workshop gives up-and-coming event marketers, or those who might be seasoned in other areas of marketing but new to this industry, the strategic tools and insights they need to jump into the deep end in their jobs—fast. In this rapid-fire master class presented by EM editors, attendees will get:
+ Context: Inside the rise of experiential and its role in the marketing mix
+ Best Practices: What successful experiential brands have in common
+ Checklists: The core types of campaigns, the top KPIs, and more
+ Examples: Steal-worthy ideas from our expansive case study library
(This session is eligible for 3 clock hours towards CEM recertification)
+ Context: Inside the rise of experiential and its role in the marketing mix
+ Best Practices: What successful experiential brands have in common
+ Checklists: The core types of campaigns, the top KPIs, and more
+ Examples: Steal-worthy ideas from our expansive case study library
(This session is eligible for 3 clock hours towards CEM recertification)
Presented By:
Jessica Heasley
Group Editor and PublisherEvent Marketer magazine
Rachel Boucher
Executive EditorEvent Marketer Magazine
MORNING YOGA AND MEDITATION
For our West Coast early risers (and our East Coast friends on “quarantine time”), start your day a little sweaty and a lot more centered while you get to know other EMS attendees. Professional yoga instructors will guide you through a combination of postures and poses to help you stretch and strengthen. We’ll end with a quiet meditation to help you forget your inbox (for a few minutes, anyway). All skill levels are encouraged and welcome.
Presented By:
Eve Bond
EveBond FitnessBRINGING YOUR CONFERENCE THEME TO LIFE: A FIRESIDE CHAT WITH RIPPLE
Conference design done well will always inspire, delight and engage attendees—but it should also amplify key messages and business objectives. Step inside an jaw-droppingly beautiful fintech conference that leveraged a strong theme and compelling design experiences to bridge the gap between business objectives and attendee emotions. See how kaleidoscopic patterns, experiential activities and origami details that appealed to the five senses consistently reinforced the message. Get tips on how to select a venue that contributes to your story—and why it’s particularly important if you’re expanding internationally.
(This session is eligible for .5 clock hours towards CEM recertification)
(This session is eligible for .5 clock hours towards CEM recertification)
Presented By:
Monica Long
SVP, Marketing and CommunicationsRipple
Kelly Long
Co-Founder and PartnerManifold
DIVERSITY AND INCLUSION BEST PRACTICES: PANEL AND DISCUSSION
In this panel—the second of two at EMS—we’ll unpack the tough and thorny questions everyone has about diversity, equity and inclusion: what it really means, how to create authentic and effective inclusion initiatives that foster fair representation across the stage and the entire event organization and what steps to take to foster a culture—and a mandate—of inclusion across your company. Bring your toughest questions and scenarios.
(This session is eligible for .75 clock hours towards CEM recertification)
(This session is eligible for .75 clock hours towards CEM recertification)
Presented By:
Alvin Stafford
VP of AccountsOn Board Experiential
Lori Ann Pope
Head of Event Marketing, Global Economic ImpactTHE ‘SOCIAL-FIRST’ EXPERIENTIAL STRATEGY
If you’re building your social media strategy after the event has been planned, you’re missing out on countless opportunities to transform your event platform into a content platform that has the power to engage customers and change brand perception. Go inside a case study on what happens when a cross-country tour is engineered to be “social media first.” Discover the benefits of developing an activation platform with social sharing and content creation top of mind. Learn how to create the right environments for storytelling and content capture, and how to employ the right people in your company to play starring roles. See how a robust and well-planned social media-driven mobile tour strategy can not only survive a scaled back event strategy in times of crisis, but serve as a model for future socially-distanced events.
(This session is eligible for .5 clock hours towards CEM recertification)
(This session is eligible for .5 clock hours towards CEM recertification)
Presented By:
Brittany Buchanan
Social Media Brand ManagerBosch Power Tools
Josh Kell
VP of Digital + Brand Marketing and Executive Creative DirectorSwitch
CREATING COMPELLING KEYNOTES WITH AUTODESK
Keynotes, in person and virtual, not only have to wow finicky “seen it all” audiences, they have to connect with attendees to spark inspiration and conversation. At Autodesk University, the opening keynote also needs to set the context for the learning and networking ahead. See how the brand designed an award-winning keynote opening that ensured the audience saw, heard and understood the complex issues and opportunities surrounding the intersection of humans and technology. Understand how strategy informs creative and why and how the brand integrated cutting-edge robotics, 3D design and AR technology into the show. And with a compare and contrast to this year’s virtual program planning currently underway, learn what’s possible for your keynote.
(This session is eligible for .5 clock hours towards CEM recertification)
(This session is eligible for .5 clock hours towards CEM recertification)
Presented By:
Jessica Schonwasser
Director, Brand ActivationAutodesk, Inc.
Jeffrey Wilk
Principal Artistic DirectorTencue
EVENT MARKETING EVOLUTION: USING RESEARCH TO DESIGN THE FUTURE
How will marketing events, sponsorships and promotions evolve in a post COVID-19 world? The Freeman Data Solutions team has been surveying hundreds of marketers and thousands of B-to-B event attendees to help you better understand and plan for the future of events.
Based on ongoing surveys of thousands of attendees as well as event and brand marketers, gain fresh insights on new trends to navigate the changing landscape event marketing. From an increase of digital events, to the return of smaller/regional programs, this session will explore the next normal in business events and meetings. When will face-to-face events return? What will they look like? What works and what are the challenges when it comes to digital events?
This session includes a summary of Event Marketer Sentiment Research findings and a discussion of new event strategies now, near-term, and long-term.
Based on ongoing surveys of thousands of attendees as well as event and brand marketers, gain fresh insights on new trends to navigate the changing landscape event marketing. From an increase of digital events, to the return of smaller/regional programs, this session will explore the next normal in business events and meetings. When will face-to-face events return? What will they look like? What works and what are the challenges when it comes to digital events?
This session includes a summary of Event Marketer Sentiment Research findings and a discussion of new event strategies now, near-term, and long-term.
Presented By:
Ken Holsinger
SVP, Strategy - Digital & Data SolutionsFreeman
Rachel Boucher
Executive EditorEvent Marketer Magazine
TOP TRENDS, PARTNER SHOWCASE AND GAMES
Start the hour with a fast-paced overview of some of the top trends impacting the industry right now, and then take a virtual tour of our exhibit hall for fresh ideas and new partners and technologies essential to your 2021 events. Engage in fun games and activities and enjoy a little friendly competition among new and old friends.
Today’s focus: Furnishings, Décor, Signage and Printing
CHILDCARE: FUN FOR YOUR KIDS, UNINTERRUPTED TIME FOR YOU
Get the iPad set up in another room and let our professionals entertain and engage your little ones in our daily one-hour childcare Zooms. Your kids can craft, sing, dance and have fun while you sharpen your skillset for the future. Appropriate for all children ages 2-7.
Brought to you by: Treasure Trunk Theatre
Brought to you by: Treasure Trunk Theatre
THAT’S A WRAP: THE TOP TRENDS AND TAKEAWAYS OF THE WEEK
Join Event Marketer’s editors for a 30-minute recap of the week’s biggest themes, most compelling insights and top takeaways. Listen in as they break down the Summit’s more than 85 learning experiences into action items you can take back to your event organizations. Leave the Summit informed, inspired and fully armed for 2021 with a curated list of advice and strategies from the world’s foremost experiential brands. And then wrap up the week, and this “power half-hour,” with one last networking DJ Dance Break as we say goodbye… until next time.
Presented By:
DJ Sly
DJ SlyJessica Heasley
Group Editor and PublisherEvent Marketer magazine
Rachel Boucher
Executive EditorEvent Marketer Magazine
MY AGENDA
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